Factors Affecting The Consumers’ Decision to Rent Room of Workers in Phra Nakhon Si Ayutthaya District Phra Nakhon Si Ayutthaya Province
Keywords:
Room rental, Workers, DecisionsAbstract
The objective of this research was to study the marketing mix factors that influence the decision to rent accommodation among working individuals in Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province. This is a quantitative research study using a questionnaire. Data were collected from 400 working individuals residing in the district. The statistical methods employed for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the study revealed that: 1) The majority of the respondents were female, aged between 21–30 years, single, with a monthly income of 15,001 THB or above. Their primary occupations were students, freelancers, and hourly employees. 2) Regarding rental behavior, most respondents selected rental rooms by themselves, followed by consulting with their parents. They searched for rental accommodations independently and preferred rooms located as close as possible to their workplace. 3) The marketing mix factors—room characteristics, price, location, promotion, personnel, physical evidence, and service process—had a statistically significant effect on working individuals’ decisions to rent rooms at the 0.05 significance level.
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